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- W2197120219 abstract "Abstract An exploratory investigation was undertaken in Kenya into the effect of an advertising presenter's tribal identity on the way he/she is perceived by audience members. It was hypothesized that the presenter's tribe could affect the likelihood of an audience member's purchasing the product being advertised, and that this effect could be positive or negative, depending on the tribes of the presenter and the audience member. While not completely substantiating the hypotheses, the research findings suggest that a major problem exists, and that a larger scale study would be justified. Recommendations are made on how advertisers might deal with the implications of tribal identity." @default.
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- W2197120219 date "2000-01-01" @default.
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- W2197120219 title "Tribalism and Advertising Effectiveness in Kenya" @default.
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- W2197120219 doi "https://doi.org/10.1300/j156v01n01_04" @default.
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